Post by account_disabled on Dec 2, 2023 6:22:52 GMT
Eric Holtzclaw Eric HoltzclawLast Updated: Wednesday, August 22, 2018 4 minutes read
In the older days of marketing, back in the early 2000s, a few brave CMOs invested in some rudimentary tools designed to help better manage their campaigns and audiences. These hardy pioneers sought to organize, analyze and improve performance, and thus created the first marketing technology stacks- integrated systems that brought order, unlocked targeted campaigns, and personalized messages for better results.
Considering how far the marketing industry has come in the past few years is similar to comparing that of quill and parchment paper writing to the evolution of the first printing press. The changes have been Country Email List particularly rapid. In 2011, there were approximately 150 companies offering marketing technology. That number has now ballooned to more than 6,800 technology-based tools including digital advertising, content marketing, marketing automation, social media, data analytics and many more.
Somewhere along the way, marketers became stack managers: shadow IT experts who spend more time on technology implementation than messaging, creative development or customer research. Marketing technology budgets now commonly exceed IT budgets and overall marketing software spending is projected to exceed $32 billion this year alone. For some, the job is now nothing but the stack.